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Global Television begins Touch campaign

Global Television has begun a marketing campaign for its new series Touch, which will debut on March 22. The campaign focuses on the interest generated in the show by a preview episode that aired in January, as well as series lead Kiefer Sutherland. The national campaign includes billboard and digital board advertising in large markets, accompanied by radio, newspaper, online and interactive program guide ads. During the week of March 12th, Global will distribute cell phones in major cities wrapped with instructions for whoever finds such a phone. The instructions encourage recipients to take a picture of something from their lives that day, send the image to a preset number, then pass the phone along to someone else. The photographs will be posted online at GlobalTV.com. The site will also encourage visitors to share photos and comments via social media sites. "We wanted to create a marketing initiative that was as cool and as compelling as the show itself," said Jason Keown, senior director of marketing at Global Entertainment. "Our 'phone skipping' idea expands our campaign by engaging the public in a truly unique and unforgettable way." The campaign was developed in-house by the Shaw Media marketing unit.